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As of 2021, Facebook has 1.78 billion daily active users and 2.7 billion monthly active users. And while Facebook usage is consistently growing, brands are noticing organic reach in a rapid decline. That’s where the Facebook algorithm comes in.
The average reach of an organic post from a Facebook page is only 5.2%, this is partly due to the Facebook algorithm that prioritizes posts by people over the content made by pages.
What is the Facebook algorithm?
Basically, the Facebook algorithm is the platform’s way of deciding which posts to push in users’ feeds, and when those posts appear, Posts don’t appear in sequential order. Instead, the algorithm assesses and scores posts before ordering them based on interest in a user’s feed. The algorithm puts the posts they think you’ll be most interested in at the top of your feed.
Importance of the Facebook algorithm.
Small businesses account are around 90 million Pages on Facebook. The competition is high, If you don’t have a sizable advertising budget, your small business might have a hard time standing out.
If you work with the algorithm and put out content it’s likely to push to the top of your audience members’ newsfeeds, you can take advantage of organic reach and get eyes on your content without spending all your budget on Facebook ads.
How the Facebook algorithm works.
The Facebook algorithm works by taking all the posts in a user’s network and ranking them based on what that user is most likely to engage with, it boosts Facebook posts you’re likely to be interested in and hides the posts your behavior indicates you won’t engage with, then scores and ranks posts based on which posts will be most interesting to you.
So, if you want your posts at the top of the Facebook newsfeed, you’ll need to know about the ranking factors and signals the Facebook algorithm uses to make decisions.
4 Facebook algorithm news feed ranking factors.
1. Inventory: Is what Facebook calls all content on the platform. For example, posts from friends and family, groups you join, and pages you like are all examples of inventory.
2. Major ranking signals: are the only part of the algorithm you really have control over as a content marketer. They’re divided into two categories: passive and active.
Passive signals are non-active metrics like view time, story type, and time posted.
Active signals are actions to promote engagement, including likes, shares, and comments.
3. Predictions: assess your profile and behaviors to decide what to show you in your Facebook newsfeed. Predictions aim to understand your likes and dislikes so that they only show you content with which you’re likely to engage.
4. Relevancy score: Facebook gives every piece of content a score that dictates how relevant it is to a specific user. A higher score indicates content will likely be displayed on the feed.
The major ranking signals to consider in 2021:
Relationship: Is the post from a person, business, news source or public figure that the user often engages with? (i.e., messages, tags, engages with, follows, etc.)
Content type: What type of media is in the post, and which type of media does the user interact with most? (i.e., video, photo, link, etc.)
Popularity: How are people who have already seen the post reacting to it? (Especially your friends). Are they sharing it, commenting on it, ignoring it, smashing that angry face?
Recency: How new is the post? Newer posts are placed higher.
Strategies for using the Facebook algorithm to your advantage.
Create and share great content
The best online marketing strategies begin and end with great content.
Know your audience
Post often, but make it count
Choose the best time to put your content on Facebook.
Avoid engagement bait
Use harness hashtags
Generate user interactions
Creating posts that start a conversation
Sharing content that sparks emotions for your audience.
Seeking out feedback on ideas, products, or services
Creating Facebook groups that align with your company’s focus that users can join to engage others with similar views.
Making sure your posts contain elements that draw attention
Reply
Replying to comments helps build your brand’s image as one that is responsive to the needs and inquiries of its customers.
Hop on the (live) video bandwagon
Videos have become a primary engagement tool, and the numbers indicate this will only grow.
Consider Facebook ads
Pairing your efforts with Facebook ads will help provide you a huge hit when promoting something new
Go Local.
If you're a local business, direct your ads to target customers within a 10-15 mile radius.
Get your team involved
The chances are high that nearly every member of your organization has an active presence on Facebook. Take advantage of this built-in fan base by having coworkers share your content with their already-established networks
Get your fans to follow you.
One way to beat the Facebook algorithm is to avoid it
Facebook stories aren’t governed by the algorithm
You can achieve this through the simple task of asking your audience to follow your brand. To avoid it coming across as engagement bait
Get the Facebook seal of approval
pages with a blue or gray badge — the official Facebook seal of approval. Better known as Facebook verification
increase your page’s authenticity by proving you are who you say you are, it also helps your page rank higher in search versus others with similar naming conventions.
Look at your Facebook Insights
Insights help you keep tabs on how well your page and posts perform, including data points that cover audience demographics, how that audience engages with your content, and the best times to reach those with whom you hope to engage
Conclusion
Facebook is now the top referring website on the internet, sending hordes and hordes of traffic to many brands. Viral websites, have built their complete business largely off Facebook and continue to generate major traffic through the platform, so you should do all the required effort to take advantage from the biggest marketing platform “Facebook.”